Sound Designing Brands and Establishing Sonic Identities: the Sons Em Trânsito Music Agency

• Autor(a) principal: João Pedro Melo Albino de Sá Cardielos
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://hdl.handle.net/10216/153884
• topic: Outras ciências da engenharia e tecnologias; Other engineering and technologies

Sound branding is becoming an increasingly fundamental component of modern brand strategy. Recognizing the growing awareness of the influence of sound on consumer behaviour and brand perception this research study focuses on exploring established sonic identities and understanding the relevance and distinctiveness of each brand in a competitive market. The main objective is to explore distinct sound design methodologies aiming to obtain essential information for the creation and definition of sonic identities from both theoretical and practical viewpoints. By carefully investigating the technical, scientific, and creative contributions to this research field, This work attempts to achieve an effective blend of theoretical foundation and practical guidance for creating and developing sound identities. By analyzing branding strategies behind today's notable sonic identities, the study aims to correlate marketing strategies with the aesthetic and technical decisions taken by sound designers. At the same time, it explores how sound design affects audience perception of institutional communication. To develop solid research a diverse range of concepts were studied, including sound branding, audio branding, brand communication, psychoacoustics, emotion, and music technology, giving due regard to their historical origins. Nine valuable projects from leading companies, including NOS, Apple, Coca-Cola, Twentieth Century Fox, McDonald's, Red Bull, Novobanco, Continente, and Pingo Doce, were methodically analyzed. Interviews with experts and sound designers involved in these projects provided additional insights and revealed modern approaches within disciplinary practices. Following an in-depth review of the state of the art, an exploratory study supported the development of a sonic identity for the Sons Em Trânsito music agency. Upon validation, adjustments to the created sonic identity were made within the framework of the research, leading to the development of a road map for future sound branding projects. In conclusion, this sound design focused sound branding study provides an extensive investigation into a theme with profound contemporary relevance. It enhances the familiarity with branding strategies and how they interact with appropriate sound design choices. The immersive research experience enabled a real world application of sound design skills, improving the awareness of sound branding and its purpose in branding. This further increased creative and practical sound design proficiency. Ultimately, this thesis aims to offer valuable insights for both researchers and sound designers working in this field.